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We all exercise freedom of choice.  We choose our partner, how to spend our time and where we buy groceries.  We choose the shows we watch, our religion and our favorite teams. 

The people we serve exercise their freedom of choice as well.  Every person we do business with has a choice.  They can choose to work with us.  Alternatively, they can choose to do business with someone else, or use alternative methods that do not include us.  Success comes when make it the easiest and best option to choose us.  We are most likely to be chosen when we create a community environment, where customers make “permanent” choices, much the way you and I have a favorite team or a favorite style of music.  Those things don’t change from game to game or each time we listen to music – we choose them once, or once in a while – and then stay with them.  A community - where people feel welcomed, where they are comfortable and where they know they can count on you – is the pathway to “permanent” choices. 


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